Link Building the Right Way


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  • Link Building the Right Way

    1. 1. Link Building the Right Way Chuck Price Measurable SEO CEO Chicago | November 12–16
    2. 2. Chicago | November 12–16, 2012 | #SESCHILink Building Post Penguin @ChuckPrice518
    3. 3. Chicago | November 12–16, 2012 | #SESCHILink Building Starts at Home• Panda was a game changer. For the first time, a minimum level of content quality was necessary to achieve top rankings.• From a UX perspective, this was always important, but now its mandatory in order to rank well.• Leveraging your existing link juice and trust is logical place to begin and is a no risk, yet highly rewarding task.• It all begins with a good website architecture @ChuckPrice518
    4. 4. Chicago | November 12–16, 2012 | #SESCHIWhat Makes for Good Architecture? Many of us Ponder the Question – WWGD? @ChuckPrice518
    5. 5. Chicago | November 12–16, 2012 | #SESCHIIf Google Operated a Websitelike yours, what would it looklike?This isnt a hypotheticalquestion... @ChuckPrice518
    6. 6. Chicago | November 12–16, 2012 | #SESCHIGoogle will gladly provide you with a list of website that they own and actively consult on. Just navigate to for an answer @ChuckPrice518
    7. 7. Chicago | November 12–16, 2012 | #SESCHIOver 75 Websites that Google has invested in are listed here @ChuckPrice518
    8. 8. Chicago | November 12–16, 2012 | #SESCHIGoogle Is investing MUCH more than just cashinto these websites“...every VC has a mentor network these days. We provide unparalleled (and real) accessto Google’s massive network of employees and alumni”.Source: @ChuckPrice518
    9. 9. Chicago | November 12–16, 2012 | #SESCHIGV is a great resource forcompetitive or comparativeanalysisLets say you have a client similar to a company thatspecializes in:Custom Made Furniture - HomeDecor - Custom Jewelry-Custom Home Renovations-Made in the USAThen you have something in common with> 1.4 Million pages indexed @ChuckPrice518
    10. 10. Chicago | November 12–16, 2012 | #SESCHIFollow Googles lead – Incorporate Lots of ExactMatch Anchor Text for Navigation Links @ChuckPrice518
    11. 11. Chicago | November 12–16, 2012 | #SESCHIInternal Linking @ChuckPrice518
    12. 12. Chicago | November 12–16, 2012 | #SESCHI Myth Buster:Detailed Footer Links are NOT SPAM @ChuckPrice518
    13. 13. Chicago | November 12–16, 2012 | #SESCHI According to “Google Ventures sent in one of its research partners, Michael Margolis, a developer … after the makeover, Custom Made saw a 200 percent jump in the number of people logging in to start projects 100% incre ase in SE traffic Source: / @ChuckP rice518
    14. 14. Chicago | November 12–16, 2012 | #SESCHIOn-Page / Interlinking TakeawaysInternal links can have a BIG impact, as you control everything from location on the page to the anchor text.• Use the Home page extensively. Google consistently rewards sites with lots of EMAT links & big fat footers• Use OSE to identify your most powerful sub-pages• Interlink power pages to your most important (target) pages• Use Bread Crumbs• Use an interlinks plugin if you have a wordpress site. @ChuckPrice518
    15. 15. Chicago | November 12–16, 2012 | #SESCHILink Building Post PenguinPenguin is just the latest in a series of Google Algorithm updates targeting • Link Schemes that run contrary to Google’s guidelines • “Unusual” or unnatural linking patterns • Low Value Websites • Low Value / non-editorial Links • Velocity of Link GrowthPenguin is also commonly credited for targeting aggressive exact match anchor text andspammy on-page optimization techniques. This has not been supported by our research andis likely a correlational issue. @ChuckPrice518
    16. 16. Chicago | November 12–16, 2012 | #SESCHIThe “Dos” for Creating a Natural Backlink Profile• Audit and remove bad links. A tool such as Link Detox can be useful.• Find or create something to leverage that is link worthy. Perform outreach to facilitate a content / social strategy. The best links require editorial approval – target those links in your link acquisition efforts• Diversify your Anchor Text. Actively build brand links, but dont be afraid of exact match anchor text (EMAT) or partial match anchor text (PMAT)• Invest in the right tools: SEOMoz, Majestic, ahrefs, LRT all do a good job @ChuckPrice518
    17. 17. Chicago | November 12–16, 2012 | #SESCHILink Diversity – Diversify your anchor textA natural backlink portfolio contains an assortment of link types pointing to your website. Its agood idea to focus your link strategy around these common link types”Brand links – Variations include: Your Domain,,,YourDomainExact-match anchor text keyword links – These anchor text links should point to the mostappropriate page on the website (the one you are optimizing)Partial-match keyword links – It’s important not to over-optimize with exact match keywords,otherwise you could trip a phrase based filter.Generic Links – like “Read More” or “Click Here.” Keep in mind that good content should fill thisneed with little if any work required on your part.Page title links – Some of your links should be the same as your page title. @ChuckPrice518
    18. 18. Chicago | November 12–16, 2012 | #SESCHI The “Donts” for Creating a Natural Backlink ProfileDON’T bring a shotgun to the rifle range – don’t remove links just for the sake ofdoing so; make sure they’re actually causing a problem.DON’T “de-optimize” Without a Plan – have a plan in place as opposed to actingblindly.DON’T Submit a Reconsideration Request – the Penguin Update is algorithmic, whichmeans it will refresh itself (i.e., a manual reconsideration won’t help).DON’T be too quick to Use the Link Disavow Too – This tool should be used as a lastresort for a website that has burned to the ground and has not recovered after a linkclean up and Penguin refresh. @ChuckPrice518
    19. 19. Chicago | November 12–16, 2012 | #SESCHILink to Targeted Sub-pages NOT just the Home PagePenguin Winners, on average, have 53% of all links pointed to the Homepage. In contrast,the losers had 68% of their links pointed to The Home Page.Source: Christoph Cemper / Link Detox @ChuckPrice518
    20. 20. Chicago | November 12–16, 2012 | #SESCHIPenguin hits websites with a High Percentage ofLinks from low quality sites The Penguin losers have a link porfolio in which 20% of all backlinks come from low quality Spam sites with no trust or authority. Compare this to the winners, which have only 1% coming from those types of sites (primarily scrapers).Source: Christoph Cemper / Link Detox @ChuckPrice518
    21. 21. Chicago | November 12–16, 2012 | #SESCHIDomain Authority is a BIG factorPenguin winners have 18% of their links coming from domains with high trust & authority.In contrast, only 3% of the losers links came from powerful websites. It’s very clear thewinners have a higher proportion of links from more established and bigger websites.Source: Christoph Cemper / Link Detox @ChuckPrice518
    22. 22. Chicago | November 12–16, 2012 | #SESCHI Myth Buster: Exact Match Anchor Text Isnt DeadPenguin winners have a 46% mix of Trophy KW phrases in their backlink profile as comparedto 30% for the losers. Brand links account for 41% of the mix for winners and 48% for losers. -Source: Christoph Cemper / Link Detox @ChuckPrice518
    23. 23. Chicago | November 12–16, 2012 | #SESCHIThe Exact Match Tipping point is pretty high“… every single site we looked at which got negatively hit by the Penguin Update had a‘money keyword’ as its anchor text for over 60% of its incoming links.”“… if under 50% of your anchor text for incoming links were ‘money keywords’ it’s all butguaranteed you weren’t affected by this update.”Source: Microsite Masters @ChuckPrice518
    24. 24. Chicago | November 12–16, 2012 | #SESCHIGrowth of new linking root domains permonth is a Key factor The winners have more than double the linking domain growth, per month, as the losers. Winners have acquired, on average, 133 new links per Month. Compare this to 51 for the losers, over the past two years. @ChuckPrice518
    25. 25. Chicago | November 12–16, 2012 | #SESCHIPenguin Analysis Takeaways• In EVERY case, the losers had a higher proportion of links from websites with no trust nor authority.• In EVERY case, the losers had a considerably higher distribution of brand links vs. EMAT or Money Links.• In EVERY case, the losers had a higher proportion of home page links.• It’s not enough to just build links. More links and better quality is the right way to build links in 2012 & beyond.• Diversity Traffic Sources – look for other sources of traffic (Social media) to help protect against future Google updates @ChuckPrice518
    26. 26. Chicago | November 12–16, 2012 | #SESCHISafe and EFFECTIVE Link BuildingStrategies For 2012 and beyond @ChuckPrice518
    27. 27. Chicago | November 12–16, 2012 | #SESCHIDoing it the Right way means that youll neverfind one of these “Love Letters” in your GWT: @ChuckPrice518
    28. 28. Chicago | November 12–16, 2012 | #SESCHI Step One to creating an effective link building strategy: Assess the current situation: @ChuckPrice518
    29. 29. Chicago | November 12–16, 2012 | #SESCHIOptimize Existing LinksExport Your LinksSeparate the <a>noText<a> back linksSort by RankReach out to Webmasters where links appearon high value pages and ask for A/T ifappropriate @ChuckPrice518
    30. 30. Chicago | November 12–16, 2012 | #SESCHIFree Links from Google ~ sort of:)• Reclaim Links that you already “own”• Use GWT to discover broken links• Go to GWT, click on your website, then "Site health" then "Crawl Errors" in the left Nav. A list of urls and response codes will appear at the bottom of the page• "Repair" the broken links by using a 301 redirect @ChuckPrice518
    31. 31. Chicago | November 12–16, 2012 | #SESCHIResearch competitors – The Micro perspectiveUsing your favorite backlink tool, export your competitorsbacklinks to a CSV. Using link metrics, sort the links and focuson the best opportunities. @ChuckPrice518
    32. 32. Chicago | November 12–16, 2012 | #SESCHIResearch competitors – the Macro perspective• Identify what your competitors are doing and emulate the “best of”...• Do they have a press release strategy?• Are they submitting their site to niche directories?• Are they utilizing content marketing?• Are they performing Blogger outreach?• Are they building partnerships or sponsoring events?• Are they buying links? @ChuckPrice518
    33. 33. Chicago | November 12–16, 2012 | #SESCHIReverse engineering assets• This approach is akin to reverse engineering backlinks• Look for “Link Worthy” content ideas.• Link Worthy ideas are found on urls with lots of BackLinks from unique domains• Could include great articles, info-graphics, widgets, etc• Chances are, if this type of content attracted links for your competitor, it will be successful for you, too. @ChuckPrice518
    34. 34. Chicago | November 12–16, 2012 | #SESCHITurning Citations into LinksLook for urls that mention your brand & brand variations but are not linking to you. @ChuckPrice518
    35. 35. Chicago | November 12–16, 2012 | #SESCHIAutomatic Attribution• Use a copy detection and attribution service like or a script such as the ones created by Adam Dimech:• According to Tynt, this automatic attribution link can drive up to 40% more visits to a page. Plus you get a relevant, non-anchor link. Example:• When you Copy this: Ponytails aren’t just for school girls anymore—even Hollywood’s hottest stars are sporting the swingy updo everywhere we look.• You get this, too: Read more: Pony Up: 7 Ways to Revamp Your Ponytail | ponytail.html#ixzz2B4fbfxWw @ChuckPrice518
    36. 36. Chicago | November 12–16, 2012 | #SESCHIGuest Posting keyword club Keyword + intitle:“write for us” keyword group Keyword + intitle:“contribute to” keyword organization Keyword + intitle:“submit” + keyword club inpostauthor:guest + keyword group inpostauthor:”guest blog” + keyword organization inpostauthor:”guest post” + keyword keyword club keyword group keyword organization Or... Just use the SEOteky Guest Post Query Generator @ChuckPrice518
    37. 37. Chicago | November 12–16, 2012 | #SESCHIGet image links• If your website is designed in CSS, submit it to CSS directories like CSS Mania, Best Web Gallery or CSS Elite.• No time for that? Have your site submitted to over 100 galleries for $20 with CSS Gallery List.• TinEye is a reverse image search engine. You can use it to track down websites using your images. If you find an unlinked image, ask for a link. @ChuckPrice518
    38. 38. Chicago | November 12–16, 2012 | #SESCHIBroken linksBroken link building (dead link building) involves pointing out a broken link on a website and asking for a link to your website as a replacement for the bad link.• Highly Scalable – the web is filled with bad links• High conversion rate – you are offering a compelling reason to link to your website and have helped to fix an error.• For details, see this article at SEOMoz: Broken Link Building Guide: From Noob to Novice @ChuckPrice518
    39. 39. Chicago | November 12–16, 2012 | #SESCHINiche DirectoriesUnlike general web directories, niche specific directories only accept sites that meet a certain criteria.Insist on:• Quality – Make certain the directory is indexed. Most quality directories are paid directories – the cost of entry is a barrier to spammers.• Relevance – must have a suitable category for your listing @ChuckPrice518
    40. 40. Chicago | November 12–16, 2012 | #SESCHITargeted Niche Content MarketingCreate content targeted to your niche for outreach.• Crawl your target site (The one that you want a link from) looking for outbound links and broken links.• Look for patterns in the content that is being linked to. Create content in sync with the pattern that you find.• Create “Better than original” content as a replacement for the broken links. A copy of most anything worth recreating can be found in the Wayback Machine• This tactic is often used to acquire .edu backlinks. @ChuckPrice518
    41. 41. Chicago | November 12–16, 2012 | #SESCHIHow to guides and and tutorials“How to” guides and tutorials are extremely popular and can attract tons of links ~ especiallyvideo tutorials.Its no accident that YouTube hosts over 6.6 Million tutorials.Dont let the cost or complexity deter you – the payback is too good to pass up. @ChuckPrice518
    42. 42. Chicago | November 12–16, 2012 | #SESCHIResources / Links pagesNot unlike directories, Quality & relevance determines the value of these links. Make sure the page is indexed Make certain that you are comfortable being associated with the other outbound links on the page. Must be related to your niche. Not to be confused with the millions of Spammy and Link Trade pages @ChuckPrice518
    43. 43. Chicago | November 12–16, 2012 | #SESCHICreate a Glossary of TermsSearch for “keyword niche glossary” and find what is out there. Create a master list from the glossaries that already exist, and consolidate these ideas.Format the glossary to improve your chances of appearing in Google’s definitions search.• The longer the glossary is live, the more “authority” and backlinks it acquires. You may need to update it occasionally, but unlike many forms of linkbait, it never gets stale.• Interlink the Glossary Terms to your target urls @ChuckPrice518
    44. 44. Chicago | November 12–16, 2012 | #SESCHIUsing Seasonal content for Link BuildingPlan ahead and start your SEO early. Remember, you need to start the process months beforethe actual season“Seasonal” content will attract natural links for years to come, so keep it active . . Seasonal + Data = Infographic @ChuckPrice518
    45. 45. Chicago | November 12–16, 2012 | #SESCHIUsing National Holidays & Events for ContentMarketingWinner in this category: Pumpkin GivingBirth:Posted to Facebook byBlessed Birth Doula Services. This is a greatexample of creative and linkworthy contentfor a difficult niche. @ChuckPrice518
    46. 46. Chicago | November 12–16, 2012 | #SESCHIEgobaitAppeal to market influencers by writing a flattering commentary in a blog post ~ one they cantresist linking back to.For ideas, check out:How I Got an 80% Success Rate on My Latest Outreach Campaign By Anthony D. Nelson @ChuckPrice518
    47. 47. Chicago | November 12–16, 2012 | #SESCHIFree Online ToolsEveryone loves tools – especially when they are free and they are useful. Aaron Wall has leveraged his free tool suite into a link Juggernaut @ChuckPrice518
    48. 48. Chicago | November 12–16, 2012 | #SESCHICreating Widgets for Link Building• Just like Free Tools, Widgets are virtual link magnets, IF they are useful or clever.• I recommend as a platform for building Widgets. They offer free (ad supported) and low cost paid options.• Submit to the widget directories. They’re not highly visible, so it’s best not to rely on them for distribution.• Contact Webmasters in the targeted niche, to explain the benefit of placing your widget on their website. Sometimes in may be useful to offer a compelling reason to do so (ex: $25-$50 credit against a purchase, etc) @ChuckPrice518
    49. 49. Chicago | November 12–16, 2012 | #SESCHISponsorships Opportunities that Yield LinksBlogging contest: Require participants to post about the contest on their blog & link back toyou, the sponsor. Typical Cost $25 - $50Clubs: Do a search for “Keyword” club (This may require a little bit of creative thinking andstretch in relevance). Many of these clubs will be happy to have you as a sponsor and link toyour site. Typical cost $50Events: Do a Google search for “Keyword” sponsors needed and you will find no shortage ofsponsorship opportunities. Typical cost $100 - $200.Industry Conferences:Sponsorship Options: SES Chicago 2012 - November 12-16 - SES "Premium Sponsorships: Platinum, Gold, Silver. Price, $38,000, $24,000, $12,000. Booth Size,20x20ft, 20x10ft, 10x10ft. Complimentary Passes, 10, 5, 5. Website ... @ChuckPrice518
    50. 50. Chicago | November 12–16, 2012 | #SESCHIDonate to charities & non profitsRun a search for “donators page” and “donations page” and you will be presented with a virtualmenu of options for organizations to donate to.Typical cost $100 - $200Karma: Priceless:) @ChuckPrice518
    51. 51. Chicago | November 12–16, 2012 | #SESCHIUsing Scholarships for .K12 and .edu Link BuildingScholarships can easily become link magnets for .k12 and .edu backlinks. Award a moderatescholarship in the $300-500 range and begin your outreach to every High School and College thatmay be interested. The scalability of this one is off the chart and the conversion rate is incredible.Not to mention that you are doing a good thing.An example of a company effectively using this approach is CustomMade.com out our current scholarship opportunities:··“Consumer Advantages of Buying Custom Furniture” Scholarship··“Consumer Advantages of Buying Custom Jewelry” Scholarship @ChuckPrice518
    52. 52. Chicago | November 12–16, 2012 | #SESCHILocal Business GroupsLinks from the Better Business Bureau (BBB) and the Chamber of Commerce are great for bothlink building and Trust Building.Consider your membership fee as a cost of doing business. Not only do you benefit from somepowerful links, but youre building trust and adding a new source of local traffic. @ChuckPrice518
    53. 53. Chicago | November 12–16, 2012 | #SESCHITwitter - Use Your Twitter Profile for Link BuildingHeres Fifteen sites that will either automatically link back to you using information in yourTwitter profile or will allow you to sign in with Twitter and add links because of it • Klout • twtBizCard • Twitter Grader • Favorious • Twellow • Retweet Rank • TwitterCounter • TagWalk • Twitaholic • Crowdreel • Listorious • SNpros • TweetLevel • Twitperts • Favstar – source: Kristi Hines @ChuckPrice518
    54. 54. Chicago | November 12–16, 2012 | #SESCHI Questions? We absolutely love them Chuck Price @chuckprice518 518-396-5550 Skype: Prowebpromo You will find this Presentation At